Interactions that Inspire How Community Managers Create Customer Evangelists

Customer Love Summit - February 14th, 2013

•  Cultivate relationships with people who are passionate about your brand

•  Create experiences that make people feel “warm and fuzzy”

Building Community

Tech is Just a Tool

•  It’s all about story telling – don’t get hung up on the jargon and acronyms

•  Formula is simple: —  Be interesting —  Be passionate —  Share meaningful stories

One Revolution at a Time

Identify a goal: don’t try to boil the ocean

What are you trying to say?

Who are you trying to share with?

Where do they hang out?

How do they talk about you?

Invest in Your Audience

Tactic: Identify find people who are already

passionate about your brand

Tool: HootSuite track mentions across all

platforms in one location

Tactic: Segment find out what they care about and sort them into groups Tool: Insights Tab use bios to find out interests, motivators and passions

Get to Know Them

Tactic: Monitor track activity and identify most relevant platform

Where Do They Hang Out?

Tool: Search Streams keywords, misspellings and hashtags

Tool: Teams archive messages, share streams, tag & assign tasks

How Do They Talk About You?

— what they say about you vs. what you say about yourself

— using natural language increases search engine rankings

Tactic: Positioning see how your customers relate to your story and optimize vocab

The Power of Lists

Tactic: Participate respond to and follow people who mention your brand

Tool: Filters create lists for context

— even if it’s negative, people just want to feel heard  

— events, topics, industries, employees, competitors, etc.  

Build a Posse

Tactic: Eager Beavers cozy up with the “hand-raisers,” identify by region

Tools: Online filter by Klout and location, geotarget posts, Rapportive

Tools: Offline form partnerships with local clubs, create in-person events

Empower Them

Tactic: Facilitate bring them into the club and make them feel special Tool: Ambassadors

•  Insider info: beta testing, early access to releases

•  Team functions: assign messages, notes

•  Create Programs: give them titles with clear roles, tasks and expectations

Tools: Contextualize republish and frame content —  blog posts, Tumblr, Storify,

Facebook groups, Google+ Hangouts, Scoop.it

—  experiment: use auto generated reports to track traction

Share Stories

Tactic: Highlight amplify interestingness, measure everything (nuance = respect)

q  Monitoring: set up HootSuite, track mentions, reports

q  Insights Tab: bios q  Search streams: keywords,

misspellings, hashtags q  Teams: archive messages, share

streams, tag & assign tasks q  Filter: lists, circles, Klout,

geolocated searches q  Identify: geotarget posts,

Rapportive, partnerships & events q  Ambassadors: programs, insider

info, set up team q  Share stories: repost,

contextualize, experiment, report

Toolbox: Community Cheat Sheet

Craving more Hoot Tips? Apply to our Community Manager Advisory Council.

Community Building Checklist:

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Hoo’s Hooting: Laura Horak

North & South America Community Manager, HootSuite

While at the nest, Laura is responsible for the planning and execution of community-building programs and activities and helps manage HootSuite's over 60 Twitter accounts in three languages. Laura is very active in the community manager community and was named by Jeremiah Owyang as the #1 Rising Star in the Community Management space. She is a member of the WOMMA CM Council, was the community manager for the #NYTechResponds Hurricane Sandy Hackathon, organized and co-hosted 12 hours of Google+ Hangouts for CMAD with MyCMGR.com, and is currently piloting the Community Manager Advisory Council for HootSuite. In her past life, Laura worked for Firefly Millward Brown, a marketing research firm where she worked with a variety of clients including Nike, Unilever, Reckitt Benckiser, Brown-Forman, Ford, BBC, and NBC Universal. She played an integral role in conceptualizing and conducting the first global qualitative research study into consumers’ and corporate executives’ attitudes and behaviors towards brands in social media. She was born in the US and has lived in Latin America and Europe, and is fluent in Spanish, Portuguese and English. Laura received her degree from Fordham University where she double majored in International Political Economy and Communications & Media Studies, with minors in Media, Society & Culture and Journalism.

Thank You! Laura Horak @laurahoots @HootClub laura.horak@hootsuite.com